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Geo-stumper: name that bridge

Though this bridge has been rebuilt a few times over the years, the same stone piers have supported it since 1806! An incipient version of the neon sign mounted on the bridge was first erected in 1935 and was one of the largest in the world, spanning 330 feet with letters up to nine feet high.

If you've read my novel, Behind Everyman, you'll remember I made a joke about the sign.

Your job now is to:

1. name the river it crosses, 2. the two towns it connects, and 3. give us the complete slogan as it appears on the sign today. Bonus Question: the bridge goes by four different names. How many can you name?
Remember: all Googlesque searches or use of any reference of any kind is strictly prohibited. Failure to comply with these simple rules may result in tremendous feelings of guilt, which may up the frequency you need to visit your shrink. We're just saying"¦

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Also on Mental Floss:

DID YOU KNOW? Marlon Brando hated memorizing lines so much that he posted cue cards everywhere to help him get through scenes.
He even asked for lines to be written on an actress's posterior. (That request was denied.)